For an ad campaign running in the September issue of Vogue, Target has recreated several of the fashion magazine’s iconic images, replacing items with those sold by the retailer.
In addition to substituting high-end dresses with discount curtains, Target will be adding a digital component, using Shazam’s new visual recognition feature. Consumers will be able to scan items featured in the ad, which they can then purchase through a Shazam-enabled online site. With buyable pins and “buy buttons” also newly available on Pinterest, Google, Twitter and Facebook, it will be interesting to see how Target benefits from Shazam’s most recent addition.